Insegnamento a.a. 2012-2013

Course Objectives

The course helps students to familiarize with marketing decision-making issues. Using the international launch of a new product as a guiding thread for whole the course, students learn how to apply marketing techniques and research tools to take appropriate decisions in an international strategic context.

Course Content Summary

• Key factors in international marketing decision-making: culture, product, market
• International product launch: main phases and decisional nodes
• Key marketing techniques in product launch: observational research, surveys, experiments
• Decisions in the idea-generation and product concept phases: how to identify latent needs and provide proper solutions at the international level
• Decisions in the market choice and market test phases: how to evaluate potential of the new offering and define market roll-out
• Decisions in the launch phases: pricing, promotion, and distribution

Detailed Description of Assessment Methods

Students will be evaluated according to the following scheme:

• Class participation: attendance and meaningful interaction (max 3 points)
• Launch tournament: inter-group evaluation (max 4 points)
• Group assignment: instructor and manager joint evaluation (10 points)
• Final exams: open-ended + multiple choice questions (max 16 points)

Textbooks

• Material (slides, articles, etc.) supplied by the Instructors and uploaded on the Learning Space